Inside the media’s fake expert problem

As trust in news media continues to slide, a fresh warning has landed for editors and reporters alike.

US publication Press Gazette has published a list of 50 allegedly fake experts who it says have appeared more than 1,000 times across British newspapers, magazines and digital outlets in recent years.

The investigation lands against a shaky backdrop for the industry.

According to the latest figures from Ipsos, 46% of people globally now say they have little or no trust in newspapers, magazines, TV and radio, sharpening the stakes around who journalists quote and why.

Experts who may not exist at all

Press Gazette said its list focused narrowly on cases where the named expert appears not to exist, rather than instances where someone overstated their credentials.

Among the examples were multiple “experts” whose quotes were linked to an essay mill, a site that has admitted its writers use fake names and stock byline photos.

The report also flagged a cluster of home, garden and DIY commentators attributed to three linked companies, with no evidence that any of the individuals were real.

One of the most striking cases involved a supposed royal insider, Anne Simmons, described as a “royal cleaner”.

According to the publication, Buckingham Palace has no record of anyone by that name. Stories quoting her were later withdrawn by publications including The Times.

A newsroom problem, not just a UK one

While the investigation focuses on the British press, the implications travel well beyond one market.

The alleged fake experts appeared repeatedly across mainstream titles, often offering safe, generic commentary that slipped through routine checks.

Press Gazette said the findings should prompt newsrooms to tighten verification processes, particularly as PR pipelines and content farms become more sophisticated.

For editors already grappling with shrinking trust and growing scepticism, the message is blunt. Vet your experts properly, because once credibility is lost, it is far harder to win back.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.